Lonny Huffar 847-***-**** adg4cv@r.postjobfree.com McHenry, IL 60050 LinkedIn

SENIOR MARKETING LEADER

Creating innovative, sales-driven marketing strategies; leading cross-functional and global teams An accomplished sales and marketing leader with demonstrated success developing brand and marketing strategy to increase awareness, drive engagement, and boost awareness. A driven, strategic professional with expertise in Start-up environments and small to large organizations. An expert in building collateral, messaging, and branding for multiple sales channels.

Ø Voice & Branding Strategy: Led messaging and branding strategy, look & feel for start-up SaaS data company; including identifying key sellable services, service concepts and sales programs. Ø Product Expertise: Demonstrated strong product knowledge and regularly trained sales teams on consultative sales approaches. Built employee skills sets and ensured dealers understood products and usage. Core Professional Strengths

q Market Trend Analysis q Marketing Communications Strategy q Brand Management q Collateral Development q VOC & Customer Research q Content Marketing & SEO q Go-to-Market (GTM) Strategy q Product Knowledge & Training q Consumer & Competitor Analysis q Digital & Social Media Marketing q Web Content & Story Creation q Video Scripting & Copywriting PROFESSIONAL EXPERIENCE

AcquireX (remote) (Start-up) 8/2019 – 3/2020

Director of Marketing Portfolio Marketing Manager

§ Responsible for tactical and strategic marketing direction of overall digital presence, communications strategy, branding and creative; managed marketing budget, invoices and expenses to align with key functions.

§ Developed content and sellable services (features benefits) behind AX Data and AX Services business units, in conjunction with primary marketing message for vCDO product.

§ Increased social media presence through grassroots efforts across LinkedIn by 270% within first month of product launch for SaaS data company; draft & create editorial/content calendar; engage with online audiences.

§ Provided strategic guidance on identifying and engaging with agencies, analysts, bloggers and influencers within the digital and healthcare space.

§ Delivered creative direction on brand-level web designs/pages, videos and sales collateral including email design and content creation (social media, press releases, blogs, audio recordings etc.).

§ Responsible for driving lead gen through creative story-telling, content strategy and integrated marketing campaigns.

§ Implemented and drove development of new AcquireX website in two months to deliver front-facing presence to drive product and company awareness.

§ Marketing Cloud and Salesforce admin/user – owning content calendar and cultivating target-specific content strategies based on product, use-case market segment and region.

§ Identified and reported on key metrics for marketing and sales initiatives to gauge impact and effectiveness for the business and overall ROI.

ECHO INC. 2016 – 2019

Brand Marketing Specialist

§ Created the voice and branding for the Red Armor product line, Black Diamond & YouCan; developed channel marketing plans specific to accessories and drove education of OEM parts, revenue, and brand success.

§ Primary Home Depot liaison for bay set up, planograms, online content, photos and special events; including yearly HD reviews, new product launches, website updates and more.

§ Developed a $1.5M sales-driven program for the Red Armor family of products, including dealer destination concept, counter top displays, programming, awareness, and sales training tools for 6,000+ dealer network; resulting in $800k additional revenue.

§ Increased visitor engagement and increased sales by establishing a voice for the aftermarket accessories line through meaningful website content, analyzing digital campaign metrics and understanding customer needs. Lonny Huffar Page 2 of 2

Professional Experience, Continued…

§ Conducted focus groups, sample testing and market giveaways on several products to gauge product effectiveness and brand loyalty; led to new manufacturing specs to deliver stronger, more viable product PARTSTRADER (remote) (Start-up) 2012 – 2016

Program Manager Customer Success Manager (2014-2016)

§ Developed new operational assessment process, reporting and procedure within the organization for OEM, aftermarket, and alternative suppliers; Increased customer participation in key markets by 20%.

§ Created 1st

core sales curriculum training for newly on-boarded sales associates, leveraging customer-centered approaches to communicate product values, sales processes, and CRM best practices.

§ Primary liaison between sales and clients; Led high level training webinars, on –site training to improve customer relations and usability of SaaS platform with positive ROI on the organization and adoption of platform to increase customer profitability.

§ Worked in partnership with sales & product to drive product positioning & messaging; collaborated with sales to define demographic territories with most selling opportunities and defined multi-channel strategic marketing plans to increase to leverage leads & conversions.

Client Services Manager (2012-2014) Territory Sales Rep. (2014)

§ Established relationships with 200+ large-scale repairers, dealerships, and aftermarket suppliers by conducting on-site meetings and training to increase awareness, knowledge and adoption of PartsTrader platform.

§ Executed implementation strategy with training, problem resolution, and captured feedback to support the overall performance of the initial pilot marketing and Northeast territory.

§ Analyzed initial market usage data that identified and proactively addressed issue to improve performance (with UX team); improved supplier/retailer performance by creating performance improvement strategies. VIPAR HEAVY DUTY, INC. 2010 – 2012

Marketing Manager – VIPro TruckForce.

§ Co-planned yearly stockholder/vendor meeting (700+ attendees): meetings, presentations, events/activities, signage.

§ Developed promotions and campaigns with vendors to promote through buying network increasing vendor sales 10%.

§ Ensured seamless brand and design identity across program entities, as well as printed marketing materials and online platforms for various business segments.

AMERICAN INTERNATIONAL RADIO, INC. 2008 – 2010

Marketing Communications Manager

Directed all marketing operations and initiatives for a team of 5 international staff members. Engaged clients and business units in marketing strategies across Europe, Africa, and the Middle East.

§ Established the company’s marketing communications platform and strategy, which drove sales channel engagement and awareness and led to the integration of communications across all international business units.

§ Increased sales by 10% through the introduction of new revenue channels for major key accounts, as well as the implementation of a Dealer Loyalty rewards program.

§ Executed a companywide B2B advertising campaign that utilized industry trade publications targeted in the EMEA region.

§ Collaborated with the Motorola marketing department to manage co-op fund, oversee budget, sponsor overseas events, target high-profile products, and engage in untapped markets. EDUCATION & CERTIFICATION

LORAS COLLEGE FULL SAIL UNIVERSITY

Bachelor of Arts (BA) in Business Management Graduate Certificate in Internet Marketing Media/Social Media Marketing

TECHNOLOGY

Photoshop InDesign Illustrator Survey Monkey Google Adwords Google Analytics GoToMeeting Microsoft Office

Kentico Wordpress HootSuite Microsoft Dynamics CRM Constant Contact Social Media: Facebook, LinkedIn, YouTube Twitter Salesforce Marketing Cloud Curata Zoom MS Teams Pollfish PiktoChart Trello Confluence

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